Question

Topic: Taglines/Names

Dog Rescue Needs Good, Short Tagline Quickly!

Posted by Anonymous on 7/25/2014 at 3:40 PM ET 125 Points
I volunteer for an animal rescue group (mainly dogs) named "Potter's Angels Rescue". Potter was a sharpei owned by the rescue's founder.

We pull mostly dogs from kill shelters and put them in volunteer foster homes until we find permanent homes for them.

We're looking for a short but powerful tagline for the rescue. If it had anything at all to do with angels, that would be a plus.

Thank you, creative people!!
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RESPONSES

  • Posted by Jay Hamilton-Roth on 7/25/2014 at 5:26 PM Member
    Since your group's name doesn't really give a clue what you do, your tagline likely needs to - without any cutesy-ness. For example, "Saving Dogs Throughout RegionName" or "Shelter-To-Home Dog Rescuers (of RegionName)".
  • Posted by mgoodman on 7/25/2014 at 5:38 PM Moderator
    Jay is exactly right. No "cuteness," just a straightforward tagline that says "dogs," something about "saving" or "sheltering," and the area or community you serve. The name is mostly a throw-away as far as communicating what you do, so the tagline has to do all the work. Don't confuse folks with "powerful" or "angels."
  • Posted on 7/25/2014 at 6:07 PM Author
    Point taken. But what if the members of the group are stuck on something "cute", or at least touching, or emotional (which dog rescue very much is)? We need to tug at heartstrings.

    Thanks for answers so far, but would love to hear some other ideas as well.
  • Posted on 7/25/2014 at 6:09 PM Author
    p.s. Maybe I should have used the word "effective" in my original request instead of "powerful"?
  • Posted by Jay Hamilton-Roth on 7/25/2014 at 7:48 PM Member
    You want a tagline to appeal to who? People in your organization or funders? While the former may like "cute/powerful", funders (and the general public) will need to know what your organization does, for who, and where.
  • Posted by mgoodman on 7/25/2014 at 8:35 PM Moderator
    If the members of the group are going to make the decision, then there isn't much you can do about it, is there? Perhaps you can explain to them that "effective" and "cute" are probably mutually exclusive in this case, because the organization has a name that isn't helping. Maybe they will broaden the task to include a new name.

    If that isn't going to happen, then you can simply go for "effective" and tell them that a bunch of experts (at MarketingProfs) are unanimous in their support of a clear, simple name that tells what the organization does.

    If the name told what the organization does, then it would be entirely appropriate for the tagline to communicate an emotional payoff for the target audience.
  • Posted on 7/25/2014 at 9:00 PM Author
    But "Rescue" IS part of the name of the group.

    I don't understand the tendency to talk me out of my request rather than to just give me some suggestions we can evaluate ... I've used this forum in the past and got all kinds of great, clever responses.

    Maybe some of those people will log in tomorrow. :-)
  • Posted by mgoodman on 7/25/2014 at 9:44 PM Accepted
    Yes, "rescue" is part of the name. But there is no hint of who or what is rescued or how the rescue happens: Indigent people? Disabled folks? The Earth? Atheists? Stranded sea voyagers? Runaway teens? Druggies? Gamblers? Angels?

    You may get some "cute" tagline suggestions at some point, but I guess I owe you an explanation of why I won't play that game: I don't like to get sucked into a situation where my advice might contribute to a client's ultimate failure. When that happens, it looks like I don't know better, or perhaps I was too lazy to explain my honest opinion, so I played into a hand that is likely to be a loser.

    I'm very proud of my professional reputation, and I take marketing very seriously. I studied it in grad school, made a great career out of it, and have advised several of the largest companies in the world (Fortune Top 25) on marketing strategy issues. Why would I knowingly give professional advice that I don't believe is in a client's best interest? I'd much rather explain what I believe is right, and why, and be known for that kind of principled response.

    I'm sorry this isn't what you wanted. I hope you can appreciate my response and position. Maybe others here will see this differently and give you what you want. Meanwhile I'd go with Jay's suggestion:

    Potter's Angels Rescue
    Saving Dogs Throughout New England
  • Posted by saul.dobney on 7/27/2014 at 6:28 AM Accepted
    Guardian Angels for Abandoned Strays

    Every dog's fairy godmother

    Rehoming Angels for Dogs / Rehoming by devoted dog lovers

    Devoted to making happy tails
  • Posted by Blaine Wilkerson on 7/28/2014 at 3:20 PM Accepted
    I agree with everyone, including the OP.

    Yes, the experts' statements are valid. I agree wholeheartedly.

    Yet, at the end of the day, the OP is going to submit their recommendations as their own, not mine. Another SMB closing down is not likely to make national news anyway.

    The business name (Potter's Angels Rescue) is tough to tag in a cute way. I'm tempted to advise changing the name to Potter's Angels and using "rescue" in the tagline.

    e.g., Potter's Angels - Dog Rescue and Sanctuary

    There is nothing wrong with a straight forward tagline that is easy to understand.

    If altering the name is impossible, I have a couple recommendations:

    1) drop the client and move on
    2) give them what they want as fast as possible, and get as far away as you can

    Depends on how hungry you are.

    For the sake of option #2, here are some "meh" ideas to throw at them:

    Potter's Angels Rescue -

    Guardian Angels for Unwanted Dogs

    Guardian Angel Dog Sanctuary

    Be an Angel - Rescue a Dog!

    Dog Sanctuary

    Canine Sanctuary

    Saving Dogs On the Wings of an Angel

    Home for Unwanted Dogs

    All Dogs Welcome

    Our Angels have Happy Tails!

    Every Dog's Best Friend

    Paw-sitively Dog-gone Angelic Sanctuary


    Ok, I'm gonna stop here. I hope this helps. But once again, I do not "officially" advise using any of the above taglines with the current name (except " Dog/Canine Sanctuary"). They are merely some options to help spark some ideas.
  • Posted by ItsAllAboutMedia on 8/4/2014 at 12:21 AM Member
    ANGEL PAWS (Placing Animals Where Safe)
    Whiskers & Wings - Adopt a Furry Angel Today
    Four Legged Angels Need Forever Homes
    Our angels have wet noses and whiskers instead of wings.
    Heaven sent furry friends in need of homes.
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